I Dream of Dreamforce
Dreamforce 2015 is almost here, and if you’re like me I’m sure you’re also in frenzy as you try to get your schedule in order to be a part of the most fascinating sessions Dreamforce has to offer. I took a deep dive into the sessions and picked out 12 that I will definitely be attending. If you are interested in improving demand generation and learning about the latest and greatest processes and technology then this list is for you. More specifically, this list is based off what I and many others in the business world consider the biggest challenges facing a company today:
Finding the right people
Sending them the right message
Nurturing them into happy customers
Did one of your Dreamforce Favorites make my Top 12?
1. Predictive Intelligence 101: Personalize Content for Customers Journey
Tuesday, September 15, 8:30 – 10:30
Linda Erickson
Salesforce
I’m starting out Dreamforce early and with a session that establishes the paradigm shift that is effecting all business’s marketing and sales tactics – the switch from business to customer control over the buying process. Linda Erickson is a knowledgeable member of the Salesforce team and will address the need to incorporate personalization into marketing and sales efforts in order to counteract this shift. This session establishes a solid foundation on how marketing and business overall must change tactics to continue to capture leads. I’m looking forward to seeing her views on the issues and how she suggests businesses change their strategy.
Unfortunately, I won’t have time to stay around and chat because I’ll have sprint to my second session of the day.
2. Innovation Recruiting Strategies: Advocacy Marketing and Mass Personalization
Tuesday, September 15, 10:30 – 10:50
Steve Neiheisel
VP of Enrollment Management and Student Services
Northern Michigan University
Trisha Winters (That’s me)
CMO
Amplifinity
This session joined my top 12 not because I’m one of the speakers but because of Steve Neiheisel. Steve Neiheisel is on the cutting edge of higher education recruitment strategies and comprehends the need for changing tactics that reflect the changing and challenging recruitment environment of higher education. Steve understands that advocates, social media, and personalization in marketing are needed to succeed more than ever before. Even if I wasn’t a speaker I’d turnout just to hear about Northern Michigan University’s innovative new recruiting programs. Having knowledge of the content I can definitely say that their approach is applicable to companies as well.
3. 4 Steps to Turn Your Customer Feedback Into Action
Tuesday, September 15, 2:00 – 2:40
Brent Chudoba
SurveyMonkey
Many marketers and sales teams have become obsessed with customers, and more specifically customer feedback. What first caught my attention about this session was its claim of taking feedback and translating it to action. While customer feedback is always appreciated, you can never take all customer feedback and implement it otherwise you would be changing your product 10 times a day. This session intrigues me and I look forward to hearing Brent’s advice.
The one aspect of this session I regret is its timing. Number four on my hotlist appears at the same time as this session and after much research no time travel device, cloning process, or pleading with Dreamforce to change the time will work. But I refuse to take either off my list.
4. Advanced Tips for Lead Nurturing: Resurrect your Dormant Leads
Tuesday, September 15, 2:00 – 2:40
Matthew Sweezey
Salesforce
I’m hoping for some good ideas from this session. Every business wants a way to heat up leads that have gone cold, but the whole practice of nurture seems to be changing both with new technology and just a change in prospect behavior. There are a multitude of schools of thought on how best to nurture a lead. And recently, lead nurturing has gone through excessive changes that have spurred marketers and sales to address leads with personalization at the forefront. I plan on absorbing Matthew’s session like a sponge.
5. Gartner Predicts: Three Trends in B2B Sales Enablement and Performance
Wednesday, September 16, 9:00 – 9:40
Ann Chen
Salesforce
Ted Travis
Director of Research
Gartner
Gartner is a renowned research firm and I’m interested to see their projected key trends. Many new trends that work toward enabling and improving the performance of sales are always advantageous to discuss with your team to see if they can be applied to improving your business. I’m hoping that Gartner will further emphasize the importance of personalization for sales and marketing’s digital future.
Unfortunately, I’ll have to pull myself away early to get to my next session.
6. Big Deals and High Heels: Why Women Are Naturals at Selling
Wednesday, September 16, 9:30 – 10:10
Joanne Black
Founder
No More Cold Calling
Barry Trailer
Managing Partner
CSO Insights
This session combines two things I’m passionate about – Joanne Black and empowering women. While throughout history women have been primarily nurturers, we have come into our own in the 21st century. But current marketing and sales strategies need nurturers to build relationships and incorporate a personalized approach to feed a business’s success. And who better to do that but women? I bet many of you remember the old saying men are from Mars and woman are from Venus. That saying has much to do with the fact that men and women communicating differently. I’m delighted to see how Joanne explores the need to incorporate women’s distinct communication into the business world.
7. Forrester: Transform Your Customer Service For The Age Of The Customer
Wednesday, September 16, 11:00 – 11:40
Ian Jacobs
Senior Analyst
Forester
This session is another one that focuses on customer obsession based off the paradigm shift that has the customers controlling the buying process over the business. No longer do we tell the customer what to buy, but the customer tells us and it is our job to listen through different channels in order to fulfill their needs. I’m enthusiastic to see how Forrester recommends we measure a successful business to customer interaction and see if it can be applied to our current business practices.
8. How Smart Brands Use Digital Marketing to Acquire, Engage, & Retain Customers
Wednesday, September 16, 12:00 – 12:40
Joel Book
Salesforce
Joel’s session acknowledges the necessity of personalizing, automating, and engaging customer relationships. With these strategies and resources we can focus on sending the right message to the right person at the right time in order to find and retain leads. I agree wholeheartedly with Joel and I’m eager to view a few of his many examples of a success digital marketing strategy.
9. Women’s Leadership Summit: A View from the Top, CEOs Panel
Thursday, September 17, 9:00 – 10:00
Leah Busque
Founder & CEO
Tas Rabbit
Katrina Lake
Founder & CEO
StitchFix
Women empowerment in the workforce is always a topic I’m pleased to see come up at large conferences. Not long ago women were largely confined to a handful of industries and today it is still highly challenging for women to rise to a top role in companies. I’m elated that these women were able to accomplish it. I eagerly look forward to hearing their unique and inspiring stories.
But just like Tuesday morning I’ll have to wear my running shoes to get to the next session on time. It’s worth it though.
10. Disruptive Growth & Customer Experience Excellence in Communications
Thursday, September 17, 10:00 – 10:40
Andrew Baer
Salesforce
Albert Calcagno
CEO
Fastweb
I have to admit that I’m a bit of a cynic when I hear marketing terms like “disruptive growth”, but the fact that this is a case study has my attention. Hopefully, this seminar will give me a deeper understand of the disruptive growth achieved by Fastweb and the tools and strategies that are being implemented to replicate their success.
11. Women’s Leadership Summit: Building the STEM Pipeline
Thursday, September 17, 12:30 – 1:30
Mary Moloney
CEO
CoderDojo
Lyndsey Scott
Actress, Model, App Developer
This session is one that I’m extremely passionate about. Unlike many marketers, my undergraduate degree was not in the communication or marketing field, instead I graduated with a degree in Engineering. STEM or Science, Technology, Engineering, and Mathematics tries to bridge the gender gap between girls and fields that are primarily dominated and perceived as male. I now have two daughters of my own and instill in them the knowledge that they can be anything as long as they work at it. STEM programs are great to inspire young women to reach beyond gender and become successful leaders of tomorrow. I believe that this session is worth everyone’s time.
12. The What, Why And How of Customer Obsession
Thursday, September 17, 3:30-4:30
Julie Ask
Vice President, Principal Analyst
Forest Research
George Colony
CEO
This third session on customer obsession further demonstrates how the shift in customer business relationships are shaking up the business world. I’m looking forward to seeing how Forrester believes that this seismic shift has and will change our business models.
Here finishes my hotlist for Dreamforce 2015. Ping me on Twitter @TrishaWinter if you’ve found a great session I should add to my list. If you are a marketer with similar interests to this list, let’s arrange to meet. I look forward to seeing everyone there!